Trade Marketing Lead

The Trade Marketing Lead acts as the bridge between Sales & Marketing, responsible for optimizing trade campaigns to maximize revenue, enhance customer experience, and strengthen distributor relationships. This role requires a highly experienced trade marketer with a strategic mindset, adaptability, and a growth-oriented attitude to continuously improve business performance.

Key Responsibilities:

Trade Marketing Strategy & Planning

• Develop and implement trade marketing programs tailored to different sales channels (GT, MT, HORECA, Ecommerce…).
• Work closely with Sales and Marketing teams to design merchandising, promotion, and POSM strategies for effective market penetration.
• Analyze consumer behavior and sales data to optimize in-store activation and demand-generation initiatives.

Boosting Sales Performance & Customer Retention

• Design and execute loyalty programs to increase distributor engagement and retention.
• Develop and implement sell-out driven campaigns to ensure strong product distribution and sell-through.
• Assess campaign performance to optimize costs and maximize revenue.

POSM & Budget Management

• Manage and optimize POSM production and promotion budgets to ensure the highest ROI.
• Oversee POSM allocation and implementation to maintain brand consistency at retail touchpoints.

Market Analysis & Reporting

• Track and analyze sales performance, stock levels, and market share, proposing strategic adjustments.
• Conduct market research and competitor analysis to fine-tune trade marketing strategies.
• Prepare periodic reports on trade marketing effectiveness and ROI.

Field Trade & Business Trips

• Conduct regular market visits and trade field activities to ensure effective execution of trade marketing strategies.
• Work closely with on-ground sales teams and key distributors to address market challenges and opportunities.

Experience & Knowledge

• At least 5 years of experience in Trade Marketing, preferably in FMCG / F&B industries.
• Proven expertise in sell-out strategies, distributor loyalty programs, and in-store activations.
• Strong understanding of GT, MT, and HORECA distribution channels.
• Proficient in sales data analysis and consumer insights.
• Strategic mindset with strong market awareness and consumer behavior knowledge.

Skills & Personal Traits

• Growth-oriented, proactive, and continuously improving processes for higher efficiency.
• Fluent in English communication is a plus (both written and spoken).
• Willing to travel frequently for business trips and field trade activities.
• Working time: Mon - Sat (8:00 - 17:00, 2 Sat off/month)